The government of Oita Prefecture has teamed up with Tokyo-based hotel reservation site operator Recruit Lifestyle on a campaign to attract young people to its hot springs. The campaign, dubbed Onsen Magic 22, lets 22 year old men and women enter hot springs at 100 participating facilities for free. The idea is based on a Recruit survey which showed that young tourists aged 18~24 have a high likelihood of visiting the same destination again within five years. The campaign focuses on the middle of this segment, namely 22-years olds. People born between April 2, 1992 and April 1, 1993 can download a dedicate smartphone app and register for the service. For more information, contact the Oita Prefectural Office Tourism and Regional Promotion Section (097-506-2122). Source: Nishinippon Shimbun 12/2
